In this session Lucy talked to us about the importance of colour in design work. When designing, you need to consider: materials used, production process, surface patterns and colour. In a shop, you have 3 seconds to gain a customer’s attention, then 30 seconds to keep their attention. Colour is important to gain the customer’s attention!
When choosing a colour palette consider: the aesthetics of the collection, the intended season and the sensation you want to create for the customer.
HUE – What colour something is.
CHROMA – Purity or intensity of colour.
SATURATION – The strength or weakness of a hue.
VALUE – How light or dark a colour is.
TONE – Adding grey to a pure hue.
SHADE – Adding black to a pure hue.
TINT – Adding white to a pure hue.
Different colours can portray different themes. For example:
Blue – calm, sad, responsible
Green – nature, harmony, peaceful
Orange – energy, happy, creative
Yellow – cheery, optimistic, joy
White – purity, cleanliness, virtue
So, if you are given a brief from a brand, first you must consider the brands personality and then consider your colours.
Colours can have completely different meanings to everyone (eg. red: love or anger) so this must be considered especially for a global market.
MONOCHROMATIC – Single base hue with added tints or tones.
ANALOGOUS – Groups of 3 colours that are next to eachother on the colour wheel.
COMPLEMENTARY – Colours on opposite sides of the colour wheel.
SPLIT COMPLEMENTARY – Using the two colours either side of the complementary colour on the wheel.
TRIADIC – Using every fourth colour on the colour wheel.
When creating artwork on Photoshop or Illustrator ensure your colours are set to:
-RGB if your artwork is going to be viewed on a screen
-CMYK or PANTONE if your artwork is going to be printed
To view the PANTONE colours open the swatch library, select ‘colour books’ and then ‘PANTONE SOLID’